Sustainable Preservation in Creative Cities: A Structural Equation Model of Memorable Experience, Perceived Value, and Thai Tourist Behavior in Phuket Old Town
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Abstract
Background and Objectives: The creative city now shows a significant influence on tourists’ decisions to visit the destination in search of an extraordinary tourism experience. This study aims to determine the causal relationship between determinant factors affecting the sustainable preservation of old town, creative city management, memorable experiences, and perceived value of Thai tourists in Phuket Old Town.
Methods: The study was conducted using quantitative methodology. The samples were collected utilizing purposive sampling and comprised 400 tourists traveling to the Phuket old town area. Data were collected using a questionnaire and analyzed using descriptive statistics: frequency, percentage, and standard deviation. Inferential statistics, including exploratory factor analysis (EFA), confirmatory factor analysis (CFA), and structural equation modeling (SEM), were employed to examine the measurement and structural relationships within the data.
Results: Results demonstrated that the exploratory and confirmatory component analyses confirmed that all factors had a statistically significant level of 0.05. The results of the analysis demonstrate that the proposed model fits the empirical data exceptionally well. This is confirmed by the goodness-of-fit indices, where the CFI (0.978) and TLI (0.967) are both well above the standard threshold of 0.90, indicating a strong model fit. Additionally, the RMSEA value of 0.052 falls within the acceptable range (typically < 0.06), further validating the model's accuracy in explaining the structural relationships between tourism management, tourist experiences, and sustainable preservation efforts in Phuket Old Town. The study successfully validated a structural model that explains the relationships between creative city management, memorable experiences, sustainable preservation and perceived value of Thai tourists efforts in Phuket Old Town.
Conclusions: The sustainable preservation of old towns relies on creative city management, memorable experiences, and perceived value. Active heritage protection is fundamental to achieving Sustainable Development Goal (SDG) 11 (Sustainable cities and communities). Additionally, well-preserved heritage sites generate community income through cultural tourism, which directly supports SDG 1 (No poverty) and SDG 8 Decent work and economic growth. However, achieving long-term sustainability presents significant challenges, primarily because old towns cannot depend exclusively on tourism. True sustainable development requires preservation strategies that actively support local residents and accommodate a diverse range of daily activities. To meet these modern demands while maintaining their heritage, old towns must integrate innovation and updated infrastructure. This modernization aligns with SDG 9 (Industry, innovation, and infrastructure), ensuring that the area remains a functional, thriving space for its community rather than functioning solely as a tourist attraction.
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